Most B2B products, websites, and content look exactly the same - and it’s getting worse with AI.So how do you find real traction when everyone’s doing the same thing?In this episode of the B2B Vault, I sit down with Ward van Gasteren, growth consultant and creator of the 1-1-1 Growth Framework. Ward breaks down how startups and scaleups can move from random marketing efforts to a focused growth system built on clarity, testing, and momentum.What You’ll Learn:• Why differentiation alone isn’t enough in today’s AI-saturated market• How to use the 1-1-1 Framework (one channel, one audience, one message) to scale faster• Real-world case study: how Ward grew a puppy training app with 100+ ad experiments• The right way to test messaging, channels, and audiences without wasting budget• How to document experiments, spot traction, and know when to double down• The mindset shift from “growth hacking” to sustainable, focused growthAbout Ward van Gasteren:Ward is a growth consultant and the founder of Growth Orange. He’s helped startups and scaleups across Europe find focus, validate growth hypotheses, and scale what actually works - using systems, not guesswork.(00:00) -
(00:00) - Chapter 2
(00:00) - – Intro

(01:37) - – How to stand out in a commoditized market

(07:43) - – Ward’s frameworks: FORWARD vs 1-1-1

(09:00) - – Finding traction in 2-4 months

(16:03) - – Case study: the #1 Puppy Training App

(22:55) - – Applying 1-1-1 to B2B

(26:50) - – Budget needed to run meaningful tests

(29:42) - – How to document and manage growth experiments

(34:40) - – Escaping the “content agency = blogs” trap

(39:20) - – The future of B2B marketing

(40:25) - – Winning at the game of life
Connect with Ward and Ugi:Ward: [https://www.linkedin.com/in/wardvangasteren/]Ugi: [https://www.linkedin.com/in/ugljesadj/]B2B Vault: https://www.theb2bvault.com/More B2B Growth Insights:Subscribe for weekly interviews with B2B founders and marketers who share frameworks, strategies, and systems that actually drive growth.

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